CLIENT
STRAVA
YEAR
2023
ROLE
CONCEPT
WRITING
STORYBOARDS
ART DIRECTION
WARDROBE STYLING
POST-PRODUCTION DESIGN
What it means to “strava”.
“Strava” is the Swedish word for “strive”. This series of brand shorts unpacks what it means to strive and gives a glimpse into the everyday reality of Strava’s athletes, of Strivers — anyone who wants to move and lead an active lifestyle. The popular fitness app is not just for the serious runners and cyclists anymore. It’s inclusive and accessible for everyone. It’s fun and playful, where you can find your people, join a team, and enjoy a sense of community.
Theses spots showcase and celebrate the fraternity, the camaraderie, the little day-to-day challenges we face, and the awesome — and the not-so-awesome — parts of leading an active lifestyle.
As a lead member of the creative team, I pitched the winning concept for this campaign and wrote dozens of 6- and 15-second spots before narrowing it down to a handful of script-worthy scenes, alongside my copywriting partner, Alex Kurt. We carefully considered not only the variety of sport types supported by Strava and how we might find the humor and authenticity in their practice, but also, and perhaps more importantly, the diversity in the athletes participating themselves. It was incredibly important to feature a wide-range of actors so that nearly any viewer could see themselves in these same situations — without making the person’s identity the butt of the joke. Our final five scripts highlighted five key value propositions of Strava: community, fitness tracking, social sharing, routing resources, and performance analysis.
We partnered with production company SEED Media Arts and brought on board award-winning director Greg Popp. I worked closely with the executive producers and Popp to bring these stories from script to screen. From storyboarding to key art and wardrobe mood boards, from leading fittings to assisting Popp on set of our multi-day shoot, from the live edit to the final mix, I had a hand in every step of bringing these spots to life.
“I had the pleasure of discovering Zoe's presence on the creative team during my initial months at Strava. She's truly a creative dynamo, possessing both innate talent and honed skills that span the entire creative process, from strategic discussions to meticulous execution. Our collaborations on various projects left a lasting impression on me, thanks to Zoe's unwavering energy, positive ‘can-do’ attitude, collaborative spirit, and innate leadership qualities.
What truly sets Zoe apart is her unquenchable thirst for knowledge and growth. She's not just here to contribute; she's here to learn and develop alongside her colleagues. This commitment to personal growth is truly inspiring.
But it's not just about her professional prowess. Zoe injects life into every meeting, infusing it with fun vibes, laughter, and a kind-heartedness that can turn high-pressure situations into manageable moments.
Since parting ways, I've missed Zoe's presence, but I'm genuinely excited to see what the future holds for her. She's a unique blend of talent, enthusiasm, and warmth that any team would be fortunate to have.” — David “Chizzy” Chriswick, senior VP, brand & communications
“I've worked with Zoe for nearly two years on the design org at Strava, where we partnered on a number of projects – notably the When We Strava ads. I already knew Zoe was a great designer, but during WWS I saw her take the initiative to grow into the role of art director, and collaborated with her on virtually every step of the project, including copy. She didn't consider any element of the project ‘not her job’ and frequently grew into any space she identified as needing it, and the ads were better for it – she possesses a creative vision so good, and so poignant, that I often bemoaned – jokingly – that she had the same idea as me, only better and better-articulated. She made me better at my job, and the result of the project speaks for itself. On top of this, she is a good friend and her sense of humor made the long, sometimes arduous hours bearable, even enjoyable, against the odds. I'd work with her again in a heartbeat – in fact, I really hope I get to.” — Alex Kurt, senior copywriter
CREDITS
STRAVA
EXECUTIVE CREATIVE DIRECTOR: David “Chizzy” Chriswick
ART DIRECTOR: Zoe Arrieta
COPYWRITER: Alex Kurt
SENIOR PRODUCER: Melissa Reni
BRAND MANAGER: Amber Santos
PRODUCTION
DIRECTOR: Greg Popp
DIRECTOR OF PHOTOGRAPHY: Jordan McMonagle
EXECUTIVE CREATIVE PRODUCER: Bradley Johnson
EXECUTIVE LINE PRODUCER: Kipp Christiansen
PRODUCTION: SEED Media Arts